This article is an overview of the Salesforce integrations with Pendo Listen, how they work, and what the user experience is for Salesforce and Pendo Listen users. For information about how to set up the integration, see Set up the Salesforce with Pendo Listen and Set up the Salesforce integration for Pendo.
What you can do with the Salesforce integrations
Integrating Salesforce with Pendo Listen allows you to:
Submit feedback directly from Salesforce on behalf of an account.
View submitted feedback from within the Salesforce account page.
Push feedback from Listen back to Salesforce.
Manage which sources sync to Salesforce from the Feedback sources page.
For more information, see How it works in this article.
Use cases
After you connect your Salesforce and Pendo data, you can use Salesforce metadata to filter, analyze, and act on feedback in Listen. Both integration parts support the following use cases.
Understand market demand to impact growth
From Salesforce, your sales team can capture and view customer or prospect feedback linked to Salesforce accounts.
In Pendo, product teams can view that feedback alongside other sources in Listen and segment by metadata (for example, ARR or lifecycle stage), to assess demand, prioritize development, and understand market trends.
Increase efficiency between your sales and product teams
Customer-facing teams can submit feedback on behalf of an account in Salesforce. This makes it easier to send feedback data to Pendo, without having to leave Salesforce. Feedback can be submitted from customers who are active in your app, or accounts that haven’t visited your app yet, such as prospects.
In Listen, you can create a saved view to surface Salesforce-submitted feedback and explore insights like AI summaries and visual trends. For more, see View feedback insights.
Prerequisites
To use all features described above, you must configure both:
For best results, also configure metadata mappings to categorize Salesforce accounts as Prospects, Customers, or Churned.
These categories appear when hovering over account names in Pendo to help you identify the right account context during feedback workflows. For more information, see User view in this article.
How it works
Salesforce integrates with Pendo Listen through two connection points: the standard Salesforce integration with Pendo and the Listen-specific integration. Each offers different capabilities based on the user role and entry point.
What the standard Salesforce integration enables
After setting up the Salesforce integration with Pendo, your signed-in Pendo users can:
- Submit feedback on behalf of customers using the internal feedback form. Salesforce accounts appear in the account dropdown, even if they haven’t visited your app yet. This is especially useful for submitting feedback from prospects who haven’t yet logged in or initialized the Pendo install script but are already tracked in Salesforce.
- Identify the account type. See if an account is categorized as a prospect, current customer, or churned when hovering over account names, if metadata mappings are configured.
You can submit feedback on behalf of an account that doesn’t yet exist in Pendo. These accounts appear in the internal feedback form because they exist in Salesforce and are recognized through the integration. However, a corresponding Pendo account record isn’t created until feedback is submitted on their behalf.
If the same account later becomes active in your app (by logging in and initializing the Pendo install script), Pendo automatically matches and consolidates the previously submitted feedback with the newly tracked account. This consolidation process can take up to 24 hours. During that time, you may temporarily see duplicate records until they’re merged.
What the Listen-specific integration enables
After setting up the Salesforce integration with Listen, your signed-in Salesforce and Pendo users can:
- Use the Submit Feedback button in Salesforce to add feedback items in Listen on behalf of customers without leaving Salesforce.
- View an overview of feedback submitted through Salesforce and access individual feedback item details from within the Salesforce account page.
Limitations
The Salesforce integration with Listen has the following known limitations:
- Pendo login required. Salesforce users must also be signed in to Pendo to submit feedback from within Salesforce.
- Account-level submission only. The Submit Feedback button is available only at the account level—not at the visitor or opportunity level.
Manage feedback across Salesforce and Listen
This section explains how users interact with the Salesforce–Listen integration after setup. It shows where to submit feedback and how to access submitted items, whether working in Salesforce or Pendo.
Submit feedback from Salesforce
After you configure the integration, Salesforce users signed in to Pendo can select Submit Feedback from the Account page to open the submission form.
The form auto-fills account information, and the user completes the remaining fields and submits.
For form tips, see Submit customer feedback.
View feedback in Salesforce
Feedback submitted from Salesforce appears in the Feedback Summary table on the Account page. Select a feedback item to view details.
By definition, the Submitter is a Pendo user adding feedback on behalf of a visitor. If the feedback is linked to a visitor who matches a Salesforce contact, Listen shows the associated Visitor and Contact below the Submitter’s name in the feedback item. This provides additional context for product teams by identifying the end user or prospect the feedback relates to.
To show the matched Contact alongside the Submitter in Salesforce, an admin must add the Contact field to the Feedback object layout.
In Salesforce, go to Setup > Object Manager.
Select Feedback.
Select Page Layouts > Feedback Layout.
Drag the Contact field into the Feedback Detail section.
(Optional) Remove the Submitter and Submitter Email if this information isn't required.
Save your changes.
The Contact field is now visible in feedback item details whenever a Pendo visitor matches a Salesforce contact.
Submit feedback in Pendo
Pendo users can select an account from the dropdown in the internal feedback form. Hovering over an account shows whether it’s a Prospect, Customer, or Churned, based on metadata mappings.
Controlling which feedback is pushed to Salesforce
By default, only feedback submitted directly from Salesforce is pushed back to Salesforce. This prevents unintended syncing. Enable syncing only for sources where Salesforce visibility is needed.
To enable syncing for other feedback sources:
- Go to Listen > Listen settings > Feedback sources.
- Select the feedback source you want to update.
- Turn on the Send to Salesforce toggle to sync data for that source.
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In the Send feedback to Salesforce window, select either:
- Sync historical feedback from this source to Salesforce, or
- Start syncing new feedback from now.
- Select Confirm to continue.
If you choose to sync historical data the sync will begin running in the background and you'll receive an email once the process is complete.
If you skip step 4, only new feedback from that source will be pushed to Salesforce going forward.
Note: Feedback text is truncated if it exceeds 5,000 characters, regardless of source.
Best practices
- Only enable sync for sources that contain customer-facing feedback that would benefit sales or success teams.
- Use metadata fields and filters in Salesforce to surface only relevant feedback items.
- Confirm access and visibility settings in Salesforce to ensure synced feedback is properly scoped.